ITV

Tag: Sailaab

  • “We want to change the profile of the Zee English viewer” : Ashvini Yardi Zee English, Zee MGM business head

    “We want to change the profile of the Zee English viewer” : Ashvini Yardi Zee English, Zee MGM business head

    She personifies the image and spirit of the two spirited channels from the Zee stable that have, in a short span, asserted their identity and are bringing in the niche eyeballs for the network.

    Young, petite and dynamic, Ashvini Yardi nee Pai, business head of Zee English and Zee MGM, is nevertheless a Zee veteran. Having started her career with the network nearly a decade ago after graduating in mass communication, Ashwini has essentially been a programming person, having handled hugely successful shows like the countdown show Top 10, Kya Scene Hai, Sailaab and Banegi Apni Baat. She looked after Music Asia for two years and was one of the key people involved in the conceptualisation of Zee English.

    The mantle of nurturing Zee MGM and Zee English fell on her shoulders recently after Ajay Trigunayat, under whose stewardship Zee MGM underwent a revamp in December 2002, was promoted to head all marketing functions at the network recently.

    A confident Ashvini is now outlining plans for a revamp of Zee English even as the rejuvenated Zee MGM has started reaping rich dividends. In a conversation with Aparna Joshi of indiantelevision.com, Ashvini detailed the plans she has for both channels.

    What are the plans you have chalked up for both Zee English, Zee MGM?
    Zee English is in for a total revamp shortly. Basically, we will be changing the look of Zee English, and make it trendier. The profile of the Zee English viewer thus far has been that of an older, mature person. After conducting research in metros in which we have strong viewership, it was decided that the channel would target the younger set. For this, a stronger programming line up has been put in place, as also a series of ground events, promotions in theatres and outdoors as well as several tie ups with teenage hangouts in the cities. This will help us reach out to the younger crowd and establish the channel as a trendy one.

    Also, we are strengthening our Singapore base, from where the two channels are uplinked. We are hiring more people to make creative ad films for channel promotion. We are also putting into place high end machines, that will help in better transmission.

    As for Zee MGM, Chicago that we acquired recently, will be billed as Zee MGM’s Movie of the Year. George Clooney’s latest Confessions of a dangerous mind, Steve Soderberg’s Full Frontal starring Julia Roberts, Birthday Girl starring Nicole Kidman and Duplex with Drew Barrymore, which is yet to be released are some of the movies we have acquired.

    This year, we will focus on a mix of old classics, interspersed with latest films. The channel has capitalised on the MGM library comprising of more than 4,000 titles including legendary series such as James Bond, Rocky, Pink Panther and Woody Allen movies. Some award winning titles, forming a part of the library, are Thelma and Louise, Moonstruck, Silence of the Lambs, RainMan, Fargo, Get Shorty and Dances with the Wolves.

    What is the programming with which you expect to hook viewers on to Zee English?
    Our existing programmes like Friends, which came onto Zee English earlier than it did on Star World, should continue to bring in the loyal audiences, as also recently launched shows like Will And Grace and The Mind of the Married Man which have been huge successes in their time slots. Since the time band of 8 pm to 10.30 pm is working very well for us, we will continue to pump in our prime shows in this slot.

    In fact, we are now concentrating on building up the 8 pm to 9 pm slot. The ninth season of Friends will launch by June, and new shows like Six Feet Under and She Spies are sure to attract viewers. The Sopranos will return with their new season in June, while a NBC sitcom Hidden Hills will debut in May. The point is, we are now sourcing shows from several production companies rather than rely on a chosen few. The same goes for our sourcing strategy for Zee MGM.

    Is there any plan in place to improve viewership in other dayparts as well?
    We are now strengthening our Sunday mornings with a focus on children’s programming. There will be action animated series and sitcoms on Fridays for teenagers. Also planned are some shows that will appeal to housewives during weekday afternoons, but the shows are yet to be finalised.
    “For Zee MGM, we have acquired almost 100 movies, at least 25 of which are blockbuster hits abroad“

    What is the advertising that you plan to spin around the two channels to increase awareness?
    We are majorly stepping up presence in outdoor advertising and in print. We have an existing tie up with Magna and indiatimes that we plan to exploit to the hilt to improve coverage. We will also venture into radio for advertising our new shows. (Ashwini pegs the proposed ad spend around the two channels at around Rs 30 million).

    What about Zee MGM? In its recently revamped avatar, has it fetched in the viewers? Is there anything more on the cards?
    The revamped Zee MGM has delivered what it set out to achieve. So, while things are proceeding smoothly on that front, we are now focusing on acquiring movies from studios other than MGM. The widened net has yielded almost 100 movie acquisitions, at least 25 of which are blockbuster hits abroad. After the minimum lock in period, we will begin telecasting these movies in the latter half of the year, mostly in the Movie of the Month slot or in the Sunday primetime slot.

    You have been involved with Zee English right from the time the channel started? How has it evolved over the last two years?
    Zee English started in March 2000. We started off with shows like ABC’s All My Children, Friends, Three’s Company and Here’s Lucy. I believe the Zee English audience has matured over these three years. They are now ready to experiment with genres and ready to sample new fare.

    Where is the Zee MGM and Zee English viewership currently concentrated?
    Basically, the metros. Though one can never be sure. Last year, for example, the Miss Universe telecast on Zee English drew in a huge viewership from Ludhiana. So, there are pockets which are attracted to the channels no matter their location. A show like She Spies could in fact appeal to viewers in the north, for example.
  • “Marketing considerations have overtaken programming needs” : director Ravi Rai

    “Marketing considerations have overtaken programming needs” : director Ravi Rai

    Ravi Rai should ideally rank among the most successful TV writers-directors-producers in India.

    The maker of hugely successful soaps – Sailaab, Thoda Hai Thode Ki Zaroorat Hai, Sparsh and Teacher is, however, disappointed today with the quality of drama that is being churned out in soaps. Rai feels that they are replete with unjustified negativity. Critics on the other hand, have been ruthless, saying that Rai’s style of story-telling has become redundant today. As if to give a fitting reply, Rai has re-invented his style to create a thriller- Parchhaiyaan, a daily soap on Sahara TV.

    The master craftsman however remains firm on not joining the rat race and becoming a me-too producer. He has instead decided to live life on his own terms, spending a lot of his time reading and writing a collection of short stories. In a tete-a tete with indiantelevision.com correspondent, Amar, Rai talks about the present programming scenario vis-?-vis his own preferences.

    Excerpts-

    Almost all your serials were based on relationships. What makes you re-invent your style and venture into unexplored territory now with a thriller?
    Well, that’s a difficult question, but I believe there are two reasons that prompted this change. One, times are changing and today the narrative needs to move a lot quicker. Thrillers are in great demand. At the same time, I’m told that my kind of story-telling no longer works, which I personally would not agree with. But then, because we have to cater to what the channel demands, I have no choice but to re-invent myself.
     
    But what is the basic difference between the serials that are working today and your super- hits- ‘Sailaab’, ‘Thoda Hai Thode Ki Zaroorat Hai’?
    The basic difference is that today all these soaps thrive on negativity. A family soap has become synonymous with two bitchy sisters-in-law, a monstrous mother-in -law and a lecherous male member. There is so much bitchiness and so many inane skirmishes that I could never relate with. In my serials, all characters were positive and yet the drama was engrossing. In Sailaab, for instance, when the male protagonist decides to go with the other woman, all sides and viewpoints were presented with such conviction that the audience actually did not know whether to side with the husband or the wife. The same sensitivity is not there today.
     
    “Even though I don’t have the same passion in me for Parchaiyaan that I had for a Sailaab or Sparsh, I don’t mind writing it if this is the kind of programme that the channels and the viewers want”
     
    But what is the result of this change?
    Unfortunately, producers have no say as far as the programming initiatives are concerned and channels have this arrogance about them, which makes them thrust their concepts on the producers. Today, marketing considerations have overtaken programming needs. Today, a family drama has to depict so much agony and infighting that I would much rather watch the coverage of a natural calamity or an air crash on BBC than one of these soaps.
     
    How was ‘Parchaiyyan’ conceived?
    Well, the concept came to us from a writer called Anusha. We presented it to several channels. Sahara liked it but wanted it as a daily.
     
    But isn’t the story too linear for a daily soap? Viewers feel that the story has hardly moved in the last few weeks.
    I agree it’s not the ideal subject for a daily soap but that is what makes it all the more challenging. I personally would not agree with the observation that the story has not moved. There is a method and a progression in the protagonist’s madness (played by Achint Kaur) till the time she becomes a killer on the prowl.
     

    Do you personally relate with ‘Parchaiyaan’ as a writer?
    See, very early in my career I achieved phenomenal success and won several awards. After that I needed a strong stimulant to spur me on but by then, my kind of programmes were totally out. The creative person in me did not want to be an also ran and do what was thrust upon me, but at the same time my practical self realized that I had to do something for my survival.

    So, even though I don’t have the same passion in me for Parchaiyaan that I had for a Sailaab or Sparsh, I don’t mind writing it if this is the kind of programme that the channels and the viewers want. The basic difference between writing my earlier serials and Parchhaiyaan is that, for those serials the motivation would come from within and no other thought or consideration would be there in my mind except that I should bring out the story with utmost honesty and sincerity. However, for Parchaiyaan, the approach is different. I have to do a lot of structuring. I have to follow the mix and match approach as far as plot movements and creation of scenes between the key characters are concerned. This has been a new experience for me.
     
    ‘Parchaiyaan’ saw a huge promotion being undertaken by Sahara. Was it the channel’s initiative or did you play a part in it?
    No, the promotions were entirely Sahara’s initiative. In fact, they have been very supportive throughout and I’m happy that Parchhaiyaan is being treated as one of the channel drivers.
     
    Which genres personally appeal to you?
    Personally, I have no preference for genres. I would have loved to do a comedy or murder mystery but then nobody allowed me to do one because the moment my earlier serials became successful, I got slotted in the ‘relationships’ genre. I would love to venture into different genres but whatever I do will have its own individuality, a style which is my own.
     
    “I would have loved to do a comedy or murder mystery but then nobody allowed me to do one because the moment my earlier serials became successful, I got slotted in the ‘relationships’ genre “
     
    You have been one of the very few successful writers-directors-producers. How do you balance these different responsibilities?
    Well, the last time I produced, wrote and directed a serial must have been three years ago. Yes, even though I was very successful, my schedules were chaotic. I would wake up at five, do some writing, then leave for my shoots and end my day around midnight. Gradually, I realised that I was losing out on so many things in life. So, in the last few months, I have completely re organised my life. Since I’m essentially a writer, I’m writing but in the future I would not direct a serial unless the subject really excites me. I also spend a lot of time reading.
     
    Last year, your soap ‘Ateet’ which was one of the new soaps that Zee came up with in its overhauling turned out to be a complete washout. What went wrong?
    The channel’s interference. Ateet was one project of mine where I hardly had any say because everything -right from the story tracks to the way a shot had to be taken, was being dictated by the channel. Once you lose your conviction in something, it invariably hampers your product.
     
    Your office is full of pictures of your idol, Mahesh Bhatt. What are the things you have imbibed from him?
    Well, I have assisted Bhattsaab for five years. More than as director, I’ve learnt a lot from him as a writer. The ability to improvise on your real life experiences and adapt them into fiction without compromising on the essence of a happening is what I have imbibed from him. I also admire him for his honesty, his fearlessness and the fact that he will always stand by what he believes in.
     
    “Text”
     
    In hindsight, is there any project you are unhappy with?
    Yes, Sparsh. Sparsh actually got mixed responses. Some people liked it, yet others felt it should have been more engrossing. Personally, it was a bit of a letdown for me because it came after Sailaab, which I rate as my best piece of work. I wanted to improve on Sailaab, but beyond a stage my thought process just got zapped and I had problems bringing it out the way I had conceived it. And of course I hate to think of Ateet.
     
    But did you never plan to grow into a big production house a la Balaji or UTV?
    No, I produced serials only because I felt that much more attached and inspired to bring out what I wrote with all passion. Producing a serial gave me the opportunity to have complete control over things. But if I ventured into too many soaps, my personal touch would have gone. I would ideally produce only those programmes which I can personally nurture and be involved with creatively.
     
    What do you see yourself doing in the near future?
    Well, very soon, Satyamev Jayate, a soap that we are producing, will come on air. Personally, I want to lead a peaceful life and pursue many interests that I have lost out on in the last few years. So, apart from writing for TV, I’ll be bringing out a book which will be a collection of short stories written by me.
  • Zee TV readies to do battle with Star; and it is better armed now

    Zee TV readies to do battle with Star; and it is better armed now

    War is about to erupt on the small screen. Close on the heels of Star India announcing a clutch of new shows, the Zee Network has said that it is revamping its programming line-up. The intention: to win back its rightful place in the channel sweepstakes and to help Zee TV connect with the consumer. 

    “Zee has always been a leader, then we meandered for sometime, now we are working around to regain that position,” expresses Sandeep Goyal, group broadcasting CEO, Zee Telefilms. “The Indian housewife would tune into to Zee for it storytelling skills, and now that’s what we want to get back.”

    “When Zee TV started out it came as a breath of fresh air, as an alternative to Doordarshan. Somewhere along the way it lost its focus, now we are bringing that back into the picture,” adds marketing head Partha Sinha. “We want to give back to Zee TV its brand personality as a youthful channel, vivacious, yet very deeply rooted in traditional Indian values.” 

    The new Zee drive is evident in the clutch of new programmes it has announced and the increased marketing spend being put behind them. Among the programmes which are expected to air: Sudha Murty’s Dollar Bahu, Sansar a new family soap shot in five continents, (produced by Tracinema), a musical soap Diwane to Diwane Hain (Tracinema), Sarhadein, Koi Apna Sa (Balaji Telefilms), Hip Hip Hooray (a new series of the old show produced by UTV), Choti Maa (a north Indian version of the southern success Chiththi produced by Radaan Entertainment & UTV), and Shree 420 based on real crime stories. Other programmes on the anvil include Zee Nostalgia, Zee Gym, and Ardhangini. While Zee Nostalgia, a one hour daily block, will showcase the best of Zee’s programmes like Hasaratein and Sailaab, Zee Gym will focus on fitness and Ardhangini is based on the lives and careers of successful women. 

    Sinha is excited about the interactive television show Aap Jo bole Haan to Haan, Aap Jo Bole Naa to Naa. “We believe this will be our driver,” he says. “It has drama, emotion and is gripping with alternative endings. Viewers will call up our call centres and we will constantly monitor the calls. Based on the response and final count we will air the requisite ending from our uplinking centre in Singapore.” 

    According to Goyal, there has been no real hike in programming costs. “Some shows have been retired, new ones have replaced them,” says Goyal. “In the new shows, the creative product is very strong.”

    He reveals that the new line up will make its debut by the third week of August. “By the time the festival season comes, some of them will have emerged as winners,” he adds. 

    He points out that the network is already at an advanced stage of preselling all its advertising inventory. “There is a lot of excitement amongst media buyers and planners about our new shows.” 

    According to Sinha, no stone will be left unturned while promoting the new lineup. “Outdoors, print, radio, the internet, cross promotion on our TV channels – we will resort to everything to ensure that the shows get top of mind awareness with viewers.” 

    Goyal highlights the fact that Zee TV is keen to strengthen its programming department. “We will be strengthening the programming team and take it up to 18 very soon,” he says. 

    “When I came in, I said I would restage the channel in 100 days, a deadline which I will meet,” he exclaims. “My goal is to take Zee TV back to the No 1 spot and not just during prime time, but throughout the day. We will achieve this before year end.”